MARKET SUCCESS OF PREMIUM PRODUCT INNOVATION: EMPIRICAL EVIDENCE FROM THE GERMAN FOOD SECTOR

Abstract

AbstractIt is well documented that a large share of new products does not survive the first year in the market. Research reported in this paper examined the relationship between product quality and innovation success. In contrast to existing product innovation research that focused on industrial goods, this study used food product data in a 2002 German food manufacturing firm survey. Results suggest that premium quality increases a firm's new product introduction success rate. Furthermore, larger firms tend to have higher success rates. Intensity of competition and retailers' market power reduce firms' new product introduction success rate.

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